Swiss Media Publishers Association launches new campaign for Press Freedom Day
To mark World Press Freedom Day on May 3, 2026, the Swiss Media Publishers Association is launching a campaign that uses provocative questions to encourage reflection on the role of independent media. The campaign was created by Ringier Advertising.
Three questions that get under your skin
To mark Press Freedom Day on May 3, 2026, the Swiss Media Publishers Association is launching a campaign that asks uncomfortable questions - and thus raises awareness of the social importance of a free press. The campaign was created by Ringier Advertising.
Freedom of the press is considered a cornerstone of democracy. The media must be able to work freely and without censorship in order to fulfill their social mission of providing independent information - this is the position of the Swiss Media Publishers Association (VSM), which is responsible for the campaign. «A functioning democracy needs a free press,» says VSM President Andrea Masüger. «Restrictions on press freedom are a current global issue - Switzerland is relatively privileged compared to other countries. But freedom of the press is also under increasing pressure in this country.»
Swiss media sets an example for unrestricted freedom of the press
VSM Vice President and World Publishers Association President Ladina Heimgartner emphasizes the international dimension: «We demand that existing hurdles be removed and no additional ones erected.» The association is committed to unrestricted freedom of the press worldwide and in Switzerland, according to the press release.
The campaign, which was created by Ringier Advertising, works with three pointed questions that are intended to establish a personal connection to media freedom: What happens when you only hear what you want to hear? What is the most uncomfortable question you can be asked? How do you know what you don't want to know? The questions are intended to make you think, reflect on your personal relationship to the media and their role and motivate you to form your own opinion based on your trust in independent media.
Campaign in the media of VSM members
The campaign ultimately poses the question of what will happen to us if we are no longer allowed to ask critical questions. The campaign subjects will be published in the media by members of the VSM from April 27, 2026 until Press Freedom Day.
The campaign subjects are available at www.schweizermedien.ch/tagderpressefreiheit2026.
